Meta Platforms, Inc.
CROSS-SITE SEMI-ANONYMOUS TRACKING

Abstract:

Semi-anonymous tracking cookies may be utilized to provide relevant content and advertisements to users, while maintaining user privacy. A content publisher may place a tracking cookie on a device. The tracking cookie may include an attribute identifying the cookie as a cross-site semi-anonymous tracking cookie. The device may request anonymization advice for the tracking cookie. An anonymization service may provide anonymization advice for the tracking cookie. The device may store a semi-anonymous value based on the anonymization advice. The semi-anonymous value may be shared by multiple devices. The content publisher may store the actions performed by the multiple devices, without uniquely identifying which device performed the actions. Content and advertisements may be targeted to the device based on the stored actions performed by the multiple devices sharing the semi-anonymous value for the tracking cookie. Additionally, attribution for conversions may be calculated based on the stored actions.